• Stefania The Interpreter

Fashion translation is always in vogue:

How to leverage translation to lure fashion consumers?



With 2020 marking the start of a new decade, it is time for your fashion brand to focus on key areas of investment that allow you to tell a whole new story about your brand.

The fashion world has changed fundamentally over the past years, with an ever-demanding consumer looking for a new relationship with brands.


This means exciting changes: forget about storytelling. Soon fashion consumers will seek a deep and personalized experience to the brand. For brands who have their eye on the latest trends, who are always looking for competitive advantage, professional translation is an opportunity to leapfrog competitors and capture consumer’s attention worldwide.


There is no two ways about it: words matter, and this is particularly fitting when applied to the fashion sector. Words cannot and should not be an afterthought when marketing your product. Language is a powerful tool that can ignite unique experiences and seduce the consumer's imagination.


How can fashion brands stand out from the crowd?


Language as a differentiator: the Armani case


This is when language and communication come into play. Certainly, the visual identity is key to creating a brand identity, but language takes it to the next level, helping you feel and imagine the experience you might have. This is what brings the brand to life. A well-chiselled brand voice and register should reflect the brand personality and that of its customer.


One of the latest designers to embark on this new brand strategy was: Giorgio Armani.


The designer revealed his decision to cease the Armani Collezioni and Armani Jeans brands and use only Giorgio Armani, Emporio Armani and A|X Armani exchange names. But Giorgio Armani, is just one of the latest string to have streamlined collections, including Ralph Lauren, Burberry, Marc Jacobs, Dolce & Gabbana and Paul Smith. The language used in the three lines is very different from one another, reflecting their own values and customers, yet retaining their own common denominator: Signore Armani.


Giorgio Armani: quintessential Italian excellence - timeless and elegant;

Emporio Armani: fresh and original;

A|X: affordable, urban, casual.


Through a choice of vocabulary, this brand is able to convey their own sense of prestige and originality to their targeted customers, yet reflecting their unique positioning in the market.



The fashion translation has its peculiarities


Although the language used in the fashion

sector may be regarded as “frivolous”, it is brimming with extremely specialized vocabulary. There are endless variants of pleats, pockets, necklines, hooks, seams, darts, buttonholes and lapels.

Depending on whether the item is intended for haute couture or the mass market, the fabric finishes may also widely vary.

There is no beating around the bush: terms can be very technical, precise, and sometimes mysterious.There is no reason to feel overwhelmed.The best way to avoid insurmountable mistakes from the beginning , is to rely on a professional whose bread and butter is fashion.


What are the most commonly requested translations?


Examples of commonly requested translations:


  • Descriptions of products and catalogues,

  • Web pages and applications,

  • Blog,

  • Advertising,

  • Establishments and labelling,

  • Social networks,

  • Emails.


Your company’s communication is just as important as your product.

Give your brand a unique and persuasive voice that can be heard internationally.


Internationalize your brand now!


I am a specialized textile and fashion translator and I know the specificities of these texts inside out and know how to localize them so that consumers will not tell the difference.


Are you looking for a fashion/textile specialist translator?

Just send an email to stefania.spagnulo1@gmail.com for a quick quote.